Abstract

Research in the field of children and media has long had a heavy focus on children’s understandings and evaluations of advertising, noting the importance of parental mediation to protect children from unfairly being influenced. However, little is known regarding parents’ own understanding and evaluations of advertising, particularly in newer and more subtle media formats. This study therefore uses the persuasion knowledge model (PKM) to investigate parents’ responses to influencers’ product placement in YouTube videos, as well as whether this is associated with greater monitoring of children’s social media use and/or more negative evaluations of promoted brands. Findings suggest that most parents judge product placement in influencers’ YouTube videos to be generally appropriate and evaluate promoted brands positively as long as they find the content of the video appealing. They also engage in parental mediation, particularly when their own Internet skills are sufficient. Theoretical and practical implications are discussed.

摘要

儿童和媒体领域的研究长期以来一直重点关注儿童对广告的理解和评价，并指出父母调解对保护儿童免受不公平影响的重要性。然而，关于父母自己对广告的理解和评价知之甚少，尤其是在更新和更微妙的媒体格式中。因此，本研究使用说服知识模型 (PKM) 来调查父母对影响者在 YouTube 视频中的产品放置的反应，以及这是否与对儿童社交媒体使用的更多监控和/或对推广品牌的更多负面评价有关。调查结果表明，大多数父母认为影响者的 YouTube 视频中的产品放置通常是适当的，只要他们认为视频的内容具有吸引力，他们就会积极评价推广品牌。他们还参与父母调解，尤其是在他们自己的互联网技能足够的情况下。讨论了理论和实践意义。